Marketng Strateges n the UK Classcal Musc Busness: The Sgnfcance of 1989 Appendces
"~'/13l:\' UUy APPENDX 1 The change of Seasons Twenty years on can one vew Ngel Kennedy's recordng of Vvald's Four Seasons as a catalyst for change n the classcal recordng- busness? Marus Carbon nvestgates. :1 ~ 1 r ' J ''-1! l...1 -~. í ' _J " U 1--' 'j j - V "ald!fll? "0 l! S..lS.eNS ft'l1lú~!lagff.. ale tr Jnwszú. ~e! lalrt Nl"! t:nglj~ :HJHll aa:l\"l1l NGEL KENNEDY t doesn't seem 20 years ago that EM) released Vvald's Four Seasons performed by Ngel Kennedy and the Englsh Chamber Orchestra.) was the Classcal Press Offcer at the tme and can honestly say that my role was forever changed after the success of ths release. The tradtonal job specfcaton for a Classcal Press Offcer n a record company had been to send out a monthly order form to the natonal and regonal newspapers' CD (and for whle cassette!) revewers specfc classcal musc magaznes and varous producers on BBC Rado 3. Ther order forms returned the Press Offce would then supp some or all of those requests. Advertsng would follow a smlar pattern wth occasonal appearances n natonal newspapers but usually key releases restrcted to some musc magaznes dsplays n record stores and concert halls and adverts n concert programmes. The turnng pont occurred n September 1989 wth the EM) release of the Four Seasons and the followg July wth the frst of the Three Tenors COs at the fnal of the 1990 football World Cup. Tracng the campagn 20 years on shows not only what dstnctve campagns these were but also that the basc strcture of the campagn has nfuenced subsequent campagns. The Kennedy campagn was devsed by EM's Barry McCar marketng chef of the company's Strategc Marketng Dvson (nterestngly not from the Classcal Dvson) and Kenned y' s manager John Starey (former manager of 1970s pop group The Bay Cty Rollers). Ths brought another dmenson to the marketng campagn. Pop~style sellng procedures were used such as releasng a sngle (the last movement of'summer' a month before the full album went on sale The work lent tselfto a pop campagn wth ts short movements whch could be released as ndvdual tracks. As a result the sngle was personally delvered to rado statons (as happens n pop campagns) recevng ar-play on Rados 1 and 2 Ths allowed the potental for a wder consumer base (attract non-tradtonal lsteners). Even the musc trade \ ~
Ṁ''''~ _"..'" Above: Musc Week September 1989 Above: Gramophone November 1989 - r- J 'What was seen os out-at-then ordnary had now become í~1 the norm tor a classcol musc!j project.' -.1 í l '1 r magazne Musc Week devoted ts front cover on 23 September 1989 to Ngel Kennedy and the EM release. To show how dfferent ths style of cover was t s worth comparng a front over of Gramophone magazne n the same year. November 1989 had the dstngushed conductor Andrew Parrot. The range of advertsng for the recordng was astonshng for a classcal recordng and ncluded:. televson advertsng. adverts on LBe rado staton. natonal press advertsng n the Guardan and ndependent. advertsng n classcal musc magaznes Gramophone and CD Revew. adverts n monthly magaznes Q 20.20 The Face and Bltz. dsplays n record shops. outdoor poster campagn around London n Brtsh Ral statons and on Glasgow and London Underground stes. Ths was an amazng campagn wth an ntal spend of 100k unprecedented for a classcal record marketng campagn. What made t feasble n the frst place was the character of Ngel Kennedy. Not only was (and s) he a superb classcal volnst Kennedy s also a performer who can reach out to a broad audence. He wrtes and performs jazz and s a supporter of Aston Vla football club. The release of the sngle was a month afer Kennedy's appearance n the Prnce's Trust televsed concert wth Sr George Martn conductng and performg alongsde bg names n the entertanment world. The recordng reached No 1 n the classcal album chart but also moved nto the top 75 pop album chart. A flm of Kennedy makg the recordng of the Four Seasons was then made and transmtted on Channel 4 on Boxng Day and New Year's Day. n March 1990 Kennedy was the subject of Ths s Your Lfe. And as s normal procedure n the pop busjness a UK tour featurng the Four Seasons followed. All ths resulted n the album sellng over 2 mlon copes reachng No 3 n the pop charts and even beng mentoned n the Gunness Book of World Records' Ths unprecedented success gave record companjes cause to reflect. Perhaps classcal musc could have potental for a hgher return on nvestment than had been regarded n the past? Jt '~: t: \' )'J~ Ths was further enhanced wth the frst Three Tenors concert featurng Domngo Pavarott and Carreras at. 1990 V/ard Cup fnal n Rome. Such was the reach of ths extraordnary concert watched by mllons the world over the CD became the bggest sellng classcal album of all tme. TV was a sgnfcant n the success and especally for Pavarott pror to the J 990 Three Tenors concert. BBerv sports programme Grandstand used hs recordng of Nessun Dorma as the theme for all the World Cup programmes. The sngle alone sold over 500000 copes and reached No 1 n the pop chart. Before the Four Seasons the most successful recordngs popularsng classcal musc were n the 1970s; Those were classcal arrangements of popular songs by the LSO. n the 1980stwas the RPO's Hooked on Classcs seres whch took a collecton of recognsable excerpts of classcal musc peces played over a dsco beat. n the concert arena the BBC Proms regned supreme n atltactng huge audences to the RoyalAlbert Hall for classcal musc concerts n a relaxed and approachable style. The Kennedy recordng spearheaded a range of product releases from the record companes. One was enttled Your Hundred Best Tunes on the Decca label. t orgnated from the BBC Rado 2 programme n the 1960s and Decca at that tme used the generc ttle to release a budget-prced LP seres based on the musc featured over the years on the programme. The then head of Decca Mchael Letchord re-ntroduced the seres on budget-prce CD as a way of movng backcatalogue tems that would be cheap to re-master on to a CD (because the recordngs had already been made). The crucal factor n order to move volume was to market the CDs to a 'multple' store (e non-specalst wth a natonal spread such as WHSmths and Boots). Released n Aprl and October 1990 ths campagn sold 80000 unts (CDs and cassettes) a phenomenal success for a group ofrecordngs that dd notnvolve any new artsts or recordngs. Another example of a broader outlook for a classcal artst s seen n the poster below. t s from HMV's campagn for volnst Ncola Benedett' s recordng My nspraton. The composer Tchakovsky s popular so t s appealng to both specalst and non-specalst musc lovers. The marketng emphasses trus wth a quote from the volnst herself placed promnently n the mddle of the leaflet. To add weght the album sleeve s also ncluded n the advert along wth the label that released t Classc FM's own range. Brandng the album wth Classc FM makes sense as the staton s boasts more than 6.5 rnllon lsteners. n
Ul~CHm :.~ Rghl:Mynsproron Ncola 821.edettì nspraton f! Ncola Benedett. "1 / The dea was to attract consumers of all muscal persuasons / Another example of how far classcal musc marketng campagns were changng s seen n the Sensual Classcs 1993 campagn from Warner Classcs devsed by ts then Drector Bl Holland (now Decca Classcs consultant). ts theme was well-known peces of classcal musc from the Warner catalogue placed on a CD wth a provocatve pcture of a good-lookng couple. nsde the booklet there were further pctures of the couple along wth quotes from poets about the word 'passon.' The dea was to attract consumers of all muscal persuasons usng the pcture. As a result of the hgh profle created by the Four Seasons and Three Tenors the major record companes restructured ther classcal dvsons. n EM's case the department :was splt nto 'Core Classcal' and 'Strategc Classcal'. The latter had the dual tasks of marketng new classcal artsts n a pop-style manner and devsng back-catalogue recordngs and marketng them. to a non-classcal consumer. Ths type of set-up contnues today. Classc PM launched n 1992: Thatsarne year the Polsh composer Henryk Goreck's Thrd Symphony sold 200000 n ts frst year n the UK aded by the staton's 'sure shot' promoton. n 1994 the second Three Tenors concert and CD release took place wth a thrd n 1998. Ths was followed by the extraordnary phenomenon of a CD of Gregoran chant sung by the Benedctne Monks of Santo Domngo de Slos re-released and sellng 6 mlon copes' n 1995 the EM volnst Vanessa Mae released her The Voln Player a mxture of classcall pop and techno musc promoted by a provocatve and much talked-about promotonal vdeo. What was seen as out-of-the-ordnary had now become the norm for a classcal musc project. n the new mllennum the busness has seen a gradual acceptance of onlne trade. n 2003 budget label Naxos launched Classcsonlnef encouragng purchasers to buy orùne ts own catalogue and those t dstrbuted. Artsts themselves followed sut - n 2004 Peter Maxwell Daves sets up MaxOpus.com to sell hs musc onlne and n 2007 soprano Barbara Hendrcks launched her thrd album by sellng over the nternet wthout a fxed prce. Last year Tasmn Lttle's recordng of The Naked Voln was sold on a pay-what-you-want structure and won the 2008 Classc FM Gramophone Award for Audence Development. These key events n the classcal musc busness show a transformaton n the way classcal musc has developed snce 1989.lt has contnued to develop ever snce. From Katherne Jenkns to Cecla Bartol from Roberto Alagna to Andrea Bocell from Sr Paul McCartney to Kate Royal from Placdo Domngo to Kng's College Chor Cambrdge from José Carreras to Julan Lloyd- Webber from Aled Jones to Charlotte Church from Russell Watson to Hayley Westenra and many more. Marketng a classcal artst wl never be the same aga. Maru5 (arbon s thf: rounder uf h-' uubc relatons CdbDn CJssk: r1j:'d!(1 nd lectures n :r1u')1 : husness to fnal yejr rd T!:stcrs students at the of Hertfordshre.
RE.CO RD MARKETN G PE \TURE. go the When N el Kenned 's Fol/' Seasons was released n Se tember 1989 usner o techn ues to market a classcal release tor the frst tme t was a move that chan ed the wa the classcal musc busness 0 erated torever ar "'ues former record com an ress offcer Marus Carbon ~ ; hat was t about Ngcl Kennedy's recordng of Vvadls fàur SeaOr1 tht nuenced the classcal musc! b busness so much? Was t Ngels charmatc character and the rnage he projected) '--- as a footbal fanatcason Vla fu wearng clothg j notnormallywom yclasscamuscanswhen t perfrmg? Was t tht he wa a grt performer? Was t the pece tse!fvvth ts accessble melodes and memorable tunes? Orvr t the way the CD reease was promoted leadg to an entrn the Gunnes Book o &cords' Acalytwa al fuur.anem release spearheaed by Bar McCan maketg supremo ofelv1ts strategc marketg dvsol the Four Seaons wa a trablazr for showgtbat clsca musc could be sold to a mass market byusngpop marketg technques. A5 McCan comments the success of the Kennedy release wa to employ 'pop marketg techques for a derent gene of musc... the dea wa to go for somethg you would do for a pop act around at the tm~ such as Ph Cam Bl dol; t doesn't mattr thatts clsca) so we aed) for exple for Rado 1 J MchaelAspel Wogan Show and so on' t took classca -musc a stage fuer from the 'Hooked on Classcs 1980 seres performed bytbe RPO n whch the orchestra played a selecton of recognsable exacts from the classcal repertore played over a dsco beatasngle from the frst album reached No 2n the char_ Smar ventues around tht te were tbe Electc Lght Orchestras clscathemed sngles and the London Symphony Orchestr's 'Classc Rockseres. As apece of musc The Four Seaomwa dea- "'put nto the-movement segments for each season one couldbetn and used as a CD sglewhch would tben be releaed pror to the ful album a com~ man tactc n pop marketg capagn. The thd movement of'surer' wa releaed as a sngle n Augut 1989 a montb afer Kennedy had perormed at the Prces Tru concert wth George Ma condnctg alongsde bg pop names such as Leve142. Televson advertsng outdoor posters and a bltz of ntervews wth Kennedyndudgthe rare cover of pop musc's trde magane MU5c Wee ensd a good star to the capagn. More televon and a tour of The Four Seaons wth Kennedymoved the reease to a new denon as Bar McCan detaed n these pages on the 20th-anversar release of the recordg lat yea. What followed ensued tht classcal operaton musc becae a more marketg-focued n some quarers. The major companes re-strctued ther clscal dvsons splttg them nto what could be caled pure classca and strategc classcal (the latter havg the responsblty to create campagn that were bg sellg releases). n 1990 Decca launched 'Your Hrndred Best 'lmes; a concept orgntng from the BBC Rado 2 programe n the 1960s. 'The then head ofdeccj Mchael Letchford re-ntroduced the seres on budget -prce CD as a way of movg back-catalogue tems that would be cheap to rc-mater on to a CD. He used major retalers to sel the seres. He says: ' taor-made the seres to ga the commtted support of the 'multples' L major retaers) e Srnms & Boots.n these releases would not be advertsed n speöal- r-- 140! J SJune20o 0lasscal t~/ MUSC W"...wrhnegold_couk/da5Sclmnc
"EA! ljk' RECURD MARKLTl'JG j ì 1.'1 1-1 1 n( - íl r"-1! 1-1!. r st classcal musc magaznes or t1l' press lke new releases usualy were J d:- they were not artst drven.' The seres was successful wth 80)000 CDs and cassettes combned sod. Smìarly Letchford devsed the fst of the bg artst -led campagns pror to the Kennedy CD fuaturnglucano Pavarott. Called The Essental Pavarott ths recordg -vas advertsed on televson and the BBC decded to use Pavarott's sngngofpuccn'aranessun dorma (from the album) as the sgnahe he for ts 1990 world cup televson coverage. Letchford mmedately captalsed on ths: 'We put a footbal sybol on the product and released a sngle of Nes un dorma wth the FootbalAssocaton world cup trophy on the cover. n consecutve week Decca Classcs UKhad No 1 album and No sngle n the UKchar: The fst of the 1hee Tenors concert that followed at tbe fal of the 1990 footbal world cup fed and then released on DVD and CD lns to use my son's favourte word! 'aesome~ Screened to a worldwde audence of800 mon reachg many who raely f ever lstened or bought classcal musc) the gele ht the masses n a bg and unafected way and wa a tremendous success. t led to thee furter world cup fnal concert and recordgs and made mllonares out ofpavaott Pláddo Domago and josé Carerr t too entered the Gunne. Book of Records as the bes selg classcal album of al te. Bl Holland constant to Warer Musc and a former senor execut at Unversal Classcs andjaz (wbch reeaed thetwo of the Thee Teoors CDs and DVDs) and Warer Classcs (wbchreeased the thd) comments 'The rea catays for chge wa the launch of the accesblecrossover opera sngers) most ofwbom hav nev setfootn an opera house let alone sug there. Ruel Watson Kathere jenks Chlotte ChurchjonathAnsellAled jones Hayley Wesenr n Dva and G4 and by Andrea Bocel Bry Terfel Le sleygaret and ot:course Pavaott (who have sug n opera houses but ar happy to sngpop.tye clcs): The tenor John Potter saw the frst Thee Tenors campagn as a mxed blessng. n hs book Tenor: Hsry of a ce! he states: 'the Three Tenors phenomenon skewed the tenor market wth both post and negatve efects. On the plus sde was the fàct that many more people becae aware of good sngg for the frst te On the other hand many fe tenors were at leat partaly eclpsed) espedalythose whose roles and reperore took them beyond the smal number of commerdalyvable "hts" that were so successfu forthe Thee: But for conuerdaly drven busnesses the ma factorwas the ablty to sell classca musc recordgs n large quanttes and n so dong to wden the rage of buyer. The 1990s contnued v.th the exanson of the clascal musc ndustr Classc FM was launched n 1992 wth great success) ts relaxed normal and enjoyable stle of elasscal musc nterspersed wth adverts concert stngs compettons arst nterew and promotons as popular today as t was n 1992. w\'..._rhn.go:dcouk'cla_'.lcalmusc Ìls :fluencc on the sellg of classcal musk was seen rght from the start. n ts frrst year t maàe toe recordng of Polsh composer Henryk Górcck's thd symphony (prndpally led for the fnal moment-vth Dawn Upshaw sngg wordlessly over a sl-s:erng orchestra) the staton's 'sure shot'. Sales reached 200000 n the fst year The 1990s set n moton a range of classcal musc campagns ncludng Chant a CD ofgregoran chant sung by the Benedctne Monks of Santa Domgo de Sûos re-released and sellg sx mlon copes and Score the Warer CD follow-up to jly Cooper's best.sellg novel about an orchestra on tout Artst campagns lead the way the classcal musc massmarket busness as they do n tbe pop world.1be poster opposte shows an n-store campagn between Ncola Benedett's record company and HMhghlghtg her album. t s promoted though promnent photogrphs of the volnst herself a quote about the works she 15 performg and a ttle for the album whch ar al well.establshed pop marketg techques Some classcal musc campagn dd go a stge fuer n the name of mood musc as Bl Holland's nred release Senual Clascs showed. Ravels Boleo sn't the only pece ofmusc to get the juces flowng! Contrtg the role of a clasca press offcer at tht te ( was one st at Decca then EM) wth what s now exected of the job shows just how the busness changed afer 1990. The usual procedure wa to decde on whch of the monthy CD releases were the most mortant tö the company ether n terms ofa prorty arst or a sales capagn. n those days a monthy release schedule would consst of brad new recordgs retag at fu.prce (.99) and a seres of md.prce CDs reeaes ( 699). n the case ofelv vvth ts wonder back catalogue some months offered budget-prced recordgs as well Myrole was to contact classcal musc revewers n natonal andregonalnewapers the musc magaes and Rado 3 producers (and sometes selected Rado 2 and Rado 4progres too). Fxg up mtervews attendg recordng sessons and concerts were al par of the job. Now the role s much broader because the marketng campagns that followed The Four Seasons offered opportuntes for wder meda nterest. The press offcer's job was to exand the range of promoton to non-classcal musc meda. Darsts muscans -wtng artcles and arts and features edtors of newpapers and magaznes were al targeted. Theywere sent pctes of the arsts but not n formal concert dress 0lasscal C/ MUSC SJune20o and other nfrmaton that would provde a 'hook'; an arsts nterest n footbal or car for example would be one wa of attadng meda nterest The classcal ndustr as a whole has adapted ts way of dong busness just as the pop busness has. Streamg and downloadg by broadcasers (Rado 3 had very successfu ventures wth ts Beethoven Bach Chopn and Tchakovsky broadca) concer has orchestra.~ and record companes Îs par of the busness. Tradng onle s the norm today and the RLPO and Phlhanona experents n the vùal world shows a forwad.thg ndus Exandgthe vsual a.'ect of classca musc has been ntated by opera companes though cema screengs of opera producton and ther clever use of consuer ndusvty on thewebstes the latter though bloggg and socal networkg. ENO and ROH are two opera companes who communcate to ther followers n ths way And Vlth the easer access to the market though nternetdevclopments musdans themselves are usng ther own webstes as a tool for sellg recordgs concer tckets and merchandse as wel as ncorporatg a socal networkg fàcet. Tasm Ltte's two ongong CD ventures The Naked Vîoln andparmer n Tme are a great example. What we have today s an area of the musc busness whch s st specalst but acheves a hgher vsbltythan t ever had at the cnd of the 20th centu Wth a 43% rse n dasscalmusc sales n the fst thee months of20 1 0 and a recent CM poll showng the publc n favour ofa classcal jngle for the London 2012 Olympcs how much hgher a profle can classcal musc get? (-- -. j 41 r. 1!~
Marus Carbon From: Sent: To: Subject: Gennaro Castaldo (Gennaro.castaldol hmv.co.ukj 28 September 2009 17:39 Marus Carbon RE: mp3 STORE APPENDX 2 very low - 1-2 % Gennaro -----Orgnal Message----- From: Marus Carbon (malto:mcarbon( carbonmeda.comj Sent: 28 September 2009 17:38 To: Gennaro Castaldo Subject: RE: mp3 STORE ~Thanks Gennaro. Any notceable percentage of OVO sales n classcal? Marus Carbon Classcal Meda POBox 308 Sevenoaks Kent TN15 OZW www.carbor meda.com +44 1732 8036 +44 7885 753272 From: Gennaro Castaldo (malto:gennaro.castaldo( hmv.co.uk) Sent: 28 September 2009 15:25 To: Marus Carbon Subject: RE: mp3 STORE ----Orgnal Message--m From: Marus Carbon (malto:mcarbon( carbonmeda.com) Sent:. 28 September 2009 15:00 To: Gennaro Castaldo ~ Subject: mp3 STORE H Gennaro a few quck questons:. How much busness does HMV do classcally - both sellng COs and as a separate percentage DV Os to your overall busness? t's probably about 5% of audo Are classcal customers down offer ths faclty? Thanks Not yet. but we hope ths wll be possble n the Marus Carbon Classcal Meda POBox 308 Sevenoaks Kent TN15 OZW '0-ca rbon med a.com +4417328036 +447885753272 loadng musc n our stores and how many stores now near future 1
ph18~ßr~lwt re BE THE ORCHES'1 APPENDX 3 ì r : J n 1 r! r-! 1 ' ;1 1"1 r-! co " ' The Phfharmona Orchestra's re-rte project (www.recrte.co.j~) was a unque nstallaton desgned to gve audences the experence of steppng 'nsde' one of the world's great orchestras as they performed Stravnsky's The Rte of Sprng '. Vstors to the nstallaton whch was created usng footage flmed oh 29 hghdefnton cameras each from a dfferent perspectve were able to experence the Orchestra 'lve' on a seres of huge screens and projectons over four storeys of an atmospherc unconverted warehouse space The Bargehouse md-way between Tate Modern and the Royal Festval Hall on London's South Bank. The project was the branchld of the Orchestra's prncpal conductor and artstc advsor Esa-Pekka Salonen and Head of Dgtal Rchard Slaney and was flmed produced and created by the Phlharmona Orchestra's Dgtal Department The project was supported by the Paul Hamlyn Foundaton and equpment was provded by Samsung Paradgm AV and Creatve Technologes. The project was desgned to be accessble and exctng to audences of all ages from the very young to the very old wth nteractve resources sutable for all. t was completely free and open all day for almost a fortnght wth late-nght openngs and free workshops for famles and young chldren and for schools throughout London led by a professonal anmateur and muscans from the Phlharmona Orchestra Audences could stay as long as they wshed and although we expected audences to stay for 'one play through' of The Rte of Sprng our evaluatons show that 4 % of the audence stayed for an hour or more. Audences were nformed about the nstallaton through both conventonal and less conventonal channels partcularly through socal networkng stes. As well as the opportunty to experence the pece 'secton by secton' through the vdeo screens and projecton there were also opportuntes for "real partcpaton" - for example "jonng" the Orchestra by performng on real nstruments wth gudance on-screen by the Phlharmona's Prncpal Percussonst Davd Corkhll or controllng the overall sound and vson n a conductor's 'control room'. Of the 6000 people that experenced the nstallaton over ts 2 week fespan an extremely hgh proporton were new not only to the Phlharmona Orchestra but to any orchestra. 38% of vstors had nfrequently or never seen an orchestra lve; S4% were unaware of the orchestra's resdency at South bank Centre. By contrast after experencng RE-RTE 99% sad that they would consder attendng a lve Phlharmona Orchestra concert n the future andl 00% would recommend RE-RTE to a frend. Work s now ongong to brng that audence nto other parts of the Phlharmona Orchestra's core lve programme ncludng ts Royal Festval Hall concerts and Famly Musc Days. A selecton of ther comments s attached. RE-RTE was not a one-off. t wll be reprsed at The Old Nursery Museum Square n Lecester n Aprl and n Lsbon n January 201l. "1 wanted to fnd a way for the publc to see orchestras n a completely new way - from the nsde. By openng up the orchestra and lettng people feel the adrenalne rush of what t s lke to perform and conduct they wll gan a unque nsght nto the techncal expertse and coordnaton that goes nto performng. Nothng lke RE-RTE has ever been done before. t s a world frst" E5Q-Pekka salanen n
APPENDX 4 markmng MANAGEMENT Entrepreneurshp and Leadershp n Marketng the Arts Franços (olbert :1 1! "-1! 1 r - ~ 1! nterconnected. To be successful an Entrepreneurshp entrepreneur must and leadershp possess leader- are shp skls. Leadershp suggests an ablty to gude the way and have others follow. Entrepreneurshp mples an ablty. havng chosen a goal to fnd or assemble the ~esources necessary to acheve t; t may requre one to be nnovatve and to go beyond or even aganst the usual ways of dong thngs (Schumpeter 1934). What does ths mean n rhe arts! What does t mean for marketng partcularly for organzatons such as symphony orchestras theatres or museums? t s around the partculartes of cultural marketng that entrepreneurshp and leadershp n marketng the arts must be artculated. What are these partculartes and what do they mply for other aspects of marketng! Ths artcle wl address these questons. Frst marketng n the arts wll be defned. Then specfc aspects of consumer behavour n the feld of culture wl be analysed. The results of ths analyss wll lead to suggestons for entrepreneurshp and leadershp acton n the area of brandng and postonng. t wll conclude wth a dscusson of elements related to technology and nformaton systems. 30 Marketng the Ar: A Defton ndvdual be descrbed art as forms on a Of contnuum arts events wth mght hgh art at one end and popular art at the other (Ftzhugh 1983) or as a dchotomy between audences for two dstnct forms of entertanment. t s sad that hgh art has a product focus 1 and popular art a market focus. An example of a product-orented enterprse would be a chamber musc ensemble a modern dance company or a museum of contemporary art. An example of a market-orented enterprse would be a commercal undertakng such as a Hollywood flm. Between these two extremes le a vast range of possbltes. Our dscusson wll focus on organzatons n the hgh art sector and the challenges they face n terms of market development. Marketng s both an art and a scence (Hunt 1991; Bass 1993). ts fundamental purpose s to lnk the organzaton wth ts market. Marketng tools are ntended to meet the objectves of both the organzaton and the consumer. However an enterprse at the hgh art end of the contnuum s unque n that t s a msson-orented entty and the role of ts marketng manager s to help t fulfl that msson; more mportantly the product follows from ths msson and the choce of product s Franços Colbert s full professor of marketng at HEC MontréaL Montreal Quebec. Canada where he holds the char n Art Management and heads the Graduate Dploma Program n Art Management. He s Edtor of the nternatonal JournaL of Art Management. n 2002 he was awarded the Order of Canada for hs many achevements and hs unque contrbutons n developng the feld of art management. NTERNATONAL JOURNAL OF ARTS MANAGEMENT
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Bref Release Date - 3 June. Target Audence Mnstry of Sound clubbng bza audence Look at Mnstry of Sound meda actvty for gudance. Canddate Meda. Musc and Lstng Magaznes. Sutable Natonal Press. Rado. Outdoor Ambent Promotonal deas. Other Consderaton - 'Qurky' campagn generate PR Meda Budget = 45000 net
Mnstry of Sound - Smlar Albums/Meda Actvty 91 8g57 u!!.. '! 1 + ---- ~ 49713.7~r~-- 35791-. -+nj _ 1--eM-t.- _.. ''' -tl~tj793.78l '=-Tj '!"\---!-~-t_-t-" -:1 1 7321===F~=~tu-u_==- ì _ +--r _ 1 ~ tt'" 373'l.t- ~ _u '''~ ""\ ---or- T '"" _ --. --J- -L -.)'--1 """ot''":=-p~f---+jj'' 1--+ -:~~--uu'í"! 4.481.1! 82101 -+-- '. ~'.. 7:57)7891 3.7891 Ü081 1008..L-l _._-~-_._~ r- 5224 rn----~.. L_--C_l.--1----j--~og-++--l-.. ll 52241. 144t-T--+---"~'--- 3.445...---1 =-~'~~~ :-=-=l==l~-==f=..-r=---t=hr---==l l-~$-=-u=- -T445r---j-----r--~~r---~--1-----j3:4l-----r--------t----... L '_w:m~r. :_J.;~.~ 1._~:-L=_"" ~'"~~~""... MEDA
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----'1 == ~J ==--= == ~=~ ===: ~'=: --î '---""1 _._.p ~-- ~.".. '- ""'0'. Bref ':~~_-""'M~;l~""_)_!.~"...-_._ Release Date - 3 June. Target Audence Mnstry of Sound clubbng bza audence Look at Mnstry of Sound meda actvty for gudance. Canddate Meda. Musc and Lstng Magaznes. Sutable Natonal Press. Rado. Outdoor Ambent Promotonal deas. Other Consderaton - 'Qurky' campagn generate PR Meda Budget = 45000 net t1.~.~ ~.?..!ll~. ~~~E~ g~y l -c.
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---1 =:J r~ ' -- :-- ~~:_- -- (~"--. F-~"-'-"1.. -- ""--.~-"- Canddate Meda - Press & Magaznes -_1";:".~"" ~_:"O KH"":"-':J';'""; HEAT 355304 2500.00 MXMAG 100277 1645.00 MUZK 40550 1029.60 GUARDAN 413674 900.00 GUARDAN LONDON GUDE 413674 1760.00 NDEPENDENT 230632 540.00 TME OUT 84486 1929.75 MEDAl ' t"" "_."M î '.;~)~. l.. ;:.-" a l"~ '..'". -. ~."._"-)!..r... "'" t "...-~._.:f r ~V~" "' ~: (-~d.::~ 'f="~
r--" ~--~ì '-"~"-''' :=J :-- --.-~ ". w_.ì ---... ~ '--! _._- --. Canddate Meda - Rado _Wl'-'_#-''''''."~'ß''~' "~.~"- Classc FM Captal FM Kss 1 OOFM Suggest that Sunday-only campagns are bought across June Dependng on creatve and staton the advertsng could promote sprtualty (e relgous or drug-nduced!) or perhaps chllout musc to recover from Saturday nght's clubbng Meda performance per staton (x1 Sunday only). Classc FM. 9 x 30 second spots. 1741000 lsteners ( 1.65 OTH. Captal FM. 12 x 30 second spots. 648000 lsteners ( 2. Kss100FM. 9 x 30 second spots. 257937 lsteners ( 1.330TH f ('C Ch Lf(('-f r;~f~ ~~1 ~ _. P...1" #~ ~L:.."t ~- l?'~"'''''.~
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-'----1 -- '---1 --_._ ''''-'-'1 ~e-_. Meda Schedule D"nl WamerClasscs Prouct Monastery of Sound '". Vf MMag l-r-'~ftll~! VDAUNT CROSS NE' "...... ~R.!5.oo 2.205.00 2~4er 1545.00 14!D.89 Tue Wed Frl Sat Sun Mln 4 5 6 7 a 9 10 M~' '" 4clr 1029.60 98.1 'n Guardan loo Gulde 1/2pa4clr 176.00 1552.32 TlmeOul '" 4clr 1929.75 1.0204 C"N-'f'f KmlcFlV/1 Guardan 15x3 mo mm.oo 79.00 npernl 15x3 mon 540_00 478.28' ~ ~Qf1t.;~'l" aasslcfm 930sec c.plalfm 1230 """on QUJ:'fRaNmJP; v Flypong VX Slckrc.mpah:n laserprol!l 9 30 s 87 5814.91 :5143_73 4..71 1439.73 1269. 5õX(JO"20"' 5O"lkll' c1prelor "'"utjlltto fr?ng"upler mt!"pr". 35.00 FG 300_00 ffl 1038. 264.001 1 ProtonlMons 4 per 4 ho 1600.001 1.4f1_20 r~~~~$~-l~~~1. D BECONFlRED ON BOOKNG "- 1 1.45.1 l8: 3104.64; 3404.81 1587.60 952.61 62982') 9073. -l 253.68 ; "." 2646.0l tb-" 2822.-4 45026.n MEDAl CAl"' P\GN ';~ n\""c ::: ~r~' ~~ ''' ':t. ". ~ '."" p ~..~
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APPENDX 6 MASS MARKT MEDA 1 ' - n :' j - 1 LJ!l ' ' 1n r l! / A greater emphass on mass market meda needs to be explored for Fscal 1994-95. Ths s applcable for not only projects clealy amed drectly at a mass market but also for Classcal projects whch can be amed at a broader market as well as tradtonal Classcal meda. Two examples of the mx of product are Change We Must/on Anderson and Debut/ Amanda Roocroft. Change We Must nvolves vrtually a non-classcal meda campagn strongly based towards pop musc and general meda; Amanda Roocrofts album wl be both Classcal amed but opportuntes to get her nto non Classcal (and non musc) avenues s also mperatve for volume sales. 'You' magazne have already agree to ntervew her as have the Gramophone and BBC Musc Magazne. There s tradtonal Classcal presence n most meda areas more so n some than others. The weaest opportunty s n TV and the greatest n Classcal Musc magaznes. Natonal newspapers both sundays and weekles offer opportuntes but features as well as revews can rarely be guarantee for a parcular date or f they are they tend to be shortened. The latter s dependent on the relevant sub-edtor of the ssue n queston and whether there s enough advertsng to sustan the amount of edtoral. Another factor to be taen nto consderaton s Classcal muscans who don't enjoy ntervews (eg Smon Rattle) or arsts who could be extremely effectve n broad meda terms but only wsh to lmt themselves to specfc musc projects (eg Tom Hampson). n these cases one nees to enter other avenues of promoton (CD compettons/dealer ncentves/sgned CD copes) Regonal meda s relevant n certan cases. Key rado and newspapers should be servced wth relevant product. lf the arst s n a partcular area then the relevant TV staton should also be contacted. STRATEGY The major areas of Promoton are: TV/Rado/Natonal Newspapers/Musc magaznes/feature magaznes/regonal Meda. The Classcal P&P Team has spoken to equvalents of other dvsons nsde EM ncludng PM to formulate a ht lst of the major meda opportuntes n ths area. A prorty lst wl be drawn up for sutable artsts and projects whch can be amed at ths lst. Emphass should be geared towards TV and Rado exposure ncludng Classc FM Rado 1 Vrgn 1215 & Captal and general consumer magaznès and natonal news press 1
-2- ALL prorty releases should be looked at wth ths strategy n mnd. Broad meda should be consdered for all prorty projeèts whether hgh volume or purely ClasscaL. A gude to the type of projects that wl be usng ths strategy are Jon Anderson/Change We Must and Amanda Roocroft/Debut album as mentoned above. 1. TELEVSON : New opportuntes n ths feld of meda are already beng explored: 1 r1 n r-'-1 ( o n * Clve Anderson Talks Back (3.5m) * Rchard and Judy (TV/md-mornng) - are dong a Classc Romance feature and would lke Domngo (who has provsonally agree) (2+m) * Good Mornng Anne and Nck (BBC/md-mornng) (1.5m) * London Tonght (Domngo already appeaed on ths and they are keen for Kr/ Amanda Roocroft/Jon Anderson/Sarah Chang - lm +) * Danny Baker TV (2.2m) * Bg Breaast (2.4m) * Gong Lve (Kennedy already been on ths) (2+m) * Sky News at 6.00pm (28000) * CNN (Feature done on Classca Musc Awards usng Hampson and Chang vdeo excepts) * 9 O'clock and News at 10 (9m) * The Word (would probably have Jon Anderson) (212000) * South-East at 6.00pm (3.2m) * Pebble Ml (2m) * GMTV (6.25-9.00am - 950000) * Des O'Connor Show (8m) * Eurotrash (Channel 4 frdays at l1.00pm - 2m mentonng Gregoran Chant already) The above are programmes that can ether use an artst or major campagn as a news hook or are chat shows. Audence fgures are key hence the prorty n ths feld. Examples nclude Des O'Connor reachng up to 8m; Clve Anderson Talks back reachng 3.5 mlon; Bg breakfast reaches 2.4m; Rchard and Judy over 2 mllon; Gong Lve reaches over 2 mlon as does Pebble Ml; 9 o'clock and 10 o'clock news reach around 9m. n contrast The Word reaches only 212000. r~ (1
-3- Vdeo.1! Worth notng that ths s an area worth pushng strongly Chat shows often requre footage as do news tems but there are also specfc vdeo slots: * Dal Mdnght * The Beat * Vdeo Vew * The Album Show These can acheve as much as 1 mlon vewers Musc pro?rammes ' : * South Bank Show * Late Show (already had FlottlMurray/Alban Berg Quartet and Frederca von Stade - explorng Roocroft/Hampson and Chang currently) * Producer of musc programmes (pm very useful contact) ncludng Granada (Roocroft) Central (Ratte) and BBC Scotland (Donohoe Tan and Norrngton) Vewng fgures are vared n ths category. Dependng on the artst The South Bank Show can var between land 4 mlon; n contrast the Late Show 30000 on a good nght..'! j ** AM TO GET AT LEAST 2 ARTST NTERVEWS/APPEARANCES ON TV 1 ~ jl.1 2. CLASSC FM Hghly mportat to the mass market appeal - wth a lstenershp now of approachng 5 mlon We have a good relatonshp wth ths Rado staton havng already parcpated n jont promotons (Classc Romance and Sound of Classc FM Brtten Quartet for one of ther Charty ggs currently engaged n a Perlman promoton n June/Artsts appea regularly on chat showsldomngo and Callas specals etc). - J Play lst s an mportant element for EM Classcs product exposure. Currently product requested by compler of play lsts Robn Ray who rates product (up to '!j 4 categores and based on popularty). After ratng product s sent to Classc FM who nput t onto the computer. f1
-4- At moment because of volume of product there s at least a three month delay n gettng product fed nto the computer. Worth notng that for chat/char and specalst programmes (Opera/Early Musc and Amercan musc) CDs can be/are handed drect to presenter. Presenters lke a selecton of marked product. For example n one hour they may have 7 very popular tunes temsed on the Classc FM computer as 1 and the rest 2s and 3s. Also worth notng two other factors: frst the computer can produce a mood-reflected programme - upbeat/romantc and so on; second Robn Ray chooses amount of CDs n rough proporton to the sze of the company. We are achevng currently on a very approxmate bass 15% of ar-tme. Ths s based on one day n July 1993. When a presenter/producer requests a pece of musc by name computer produces a lst of what s avalable and n what order of qualty and accessblty (through Robn Ray's ntal markng). Sometmes presenters choose frst one that comes to hand; otherwse s/he chooses name known to them. :1 Audence fgures are useful to note. The two man chat programmes var dependng on who ther guests are but acheve around the followng: Susannah Smmons O.25m and Margaret Howard 0.15. At 8.00am on the Nck Baley Breakfast show the audence acheved s 0.3 and the same fgure occurs for the begnnng of Henry Kelly at 9.00am. These then are the key spots to am for. They wpe the Rado 3 floor and even BBC 2's Late Show (see below). l re) Cl 1 1_ l -1 ** AM FOR 20% SHARE OF AR-TME THROUGH FOLLOWNG OPTONS: * Provde Robn Ray wth everythng on monthly release sheets * Plug major presenters wth useful product so they can be put straght onto programme ether when there s a gap or f t s somethng that appes to them * ncrease contact and provson of CDs to senor producer (Mchael Buhkt's no 2) Chrs Vezey * Am for at least 1 artst on Classc FM every 2 months and one specal (along Domngo/Callas lnes) a yea; Bank Holdays are rpe for specals. Classc FM decde 6 weeks pror to a Bank Holday what specal programmes they can put on for that relevant day. * Ensure Mchael Buhkt receves our lst and specal deas worth hm consderng * Contnue assocaton wth Classc FM especally jont promos; further CDs n assocaton wth the staton should be pursued as should co-ops wth multples * Am to be the frst pont of contact for John Spearman and Tracy Long when they requre artst or other jont deas * Begnnng of each month decde sutable releases and artsts for specfc programmes 1 1
-5- '1 l. Uj ; OTHER RADO For mass market Rado 1 Vrgn 1215 and Capta are mportat avenues to explore. Heads of Musc producers and presenters of all the major daly shows on these statons have already been contacte concernng the Anderson project. (Deborah Knch senor producer and Rchard Sknner Vrgn 1215; Kenney Everett Charlotte George senor producer and Rchard Park Head of Musc for Capta Gold; Presenters Steve Wrght (3m + )/Smon Mayo (2.5m)/Emma Freud/Mark Gooder (1.8m)/Ncky Campbell (1.5m)/Danny Baker ther producers and Head of Musc Paul Robnson for Rado 1) ** AM TO NCREASE PERSONAL CONTACT WTH KEY FGURES FROM THESE STATONS 1 Rado 2 - specfc programmes on ths network Glora Hunnford (0.8m) John Dunn (1.2m) Bd Stewart Rado 2 Arts programme & Head of Musc Bl Morrs :1 rj.j n! n r :1 J f) \! J Rado 3 - Controller/Head of Musc/On Ar (O.lm)/n Tune (O.lm) & Mxng t (4000) Rado 4 Today (2.3m)/Woman's Hour (0.65)/PM (lm)/6 O'clock News (l.lm)/kaledoscope (0.75m)/Conversaton Pece Regonal Rado - ncludng BRMB/Pccadly Manchester/Melody/GLR/LBC/BBC Rado Scotland/Touch AM/Chltern rado/bbc Rado Merseysde/Metro Rado/Swansea Sound/Red Rose are the key statons All BBC Regonal statons acheve average weekly tota - 10 mlon Commercal Rado average weekly total - 26.5 mlon Areas for prorty nclude London South Mdland and Wales as these areas showed the greatest levels of Classcal CD buyers n the Gallup report on 1993. World Servce - Man musc programme (Robn Ray also has a programme on ths) (several mllon n total) A udence fgures are worth notng. Regonal statons are useful but not a prorty. Rado 4 s key to a broader market as s Rado 1. Already the odd Classcal CD s beng played on the Steve Wrght Breakfast Show. As ths s the bggest draw (n terms of numbers) ths has to be pursued. n
Classcal Dvson (t -6- EMl Records UK 20 Manchester Square London WA les Telephone 071 4864488 Telex 22643 EMHQ G Fax 071 4650780 ** AM TO REGULARLY KEEP N CONTACT WTH MAJOR CONTACTS ON NATONAL STATONS AND SUPPLY REGONAL ONES (one-to-one or telecon) 1 3. MAGAZNE FEATURE General lfe-style magaznes are becomng ncreasngly mportnt to get features n. They appea to a broader reader and often the way these features are presente provdes the opportunty of explanng our product n a less formal way. Examples of magaznes we have already begun to partcpate n and wl contnue to nclude: : í Harers(554 OOO)/V anty Far( 429 000)/Cosmopoltan(2. 4m )/El1e( 1. 1 m)/ok/tatler/fhm/ Esqure/GQ/Vogue/Mare-Clare(lm)/Hello(2m)/'You' Magazne (Mal on Sunday - 6m) and other natonal papers' magaznes/woman 's Own (3.9m)/ /People's Frend(1. 7m)/Good House- Keepng(2.5m)/Supermarket magazne (Tesco/Sansbury's)/Credt card magaznes(amex's Expressons acheves 599000)/Rado Tmes(5.4m)/TV Tmes(4.9)/TV Quck(page n Valentnes ssue - 2.9m)What's on TV(3m) c-! l :1 () l J Fgures for thes lfe-style magaznes are vared but far outwegh the Classcal musc magaznes' total fgures. Bella at 4.4m (Classc Romance competton already organsed n ths magazne;cosmo at 2.4m and El1e at 1.15m are clear examples; TV and Rado magaznes have astonshngly hgh readershp fgures and therefore are a new area to pursue. Rado Tmes acheves a readershp of 5Am; TV Tmes acheves just under 5m; TV Quck just under 3m and What's on TV 3m These weekly magaznes are useful for CD promotons and arst pcture f a specal programme s beng broadcast on them. Actual artst ntervews are lmted as the number of TV programmes on Classcal artsts (let alone EM! artsts) s small. MUSC MAGAZNES Classcal Musc Magaznes are of-course regularly covered BBC beng the most useful n terms of content and crculaton. 1992 fgures showed Gramophone achevng 39642 n UK; Classc CD 53879 and BBC Magazne 80000. But we are now makng contacts wth Rock ones such as Q (687000)/The Face (95482)/Vox (441000)/Mojo (45000)/NME 648000)/Melody Maker (429000) ** AM TO GET AT LEAST 2 FEATURES N GENERAL NTEREST MAGAZNES '...1 EM Records Lnted Regstered Offce Jxhrdge Road -~\t: \1dJöcx UB4 OSY Regstered Egland No 68172 A TH.ORN EM! Corxny ~rn-vcl"':."~rt'
Classcal Dvson (tm -7-4. NATONAL PAPERS EM! Records UK 20 Manchester Square London W la ES Telephone 071 486 4488 Telex 22643 EM1HQ G Fax 071 465 0780 Three areas to explore further: Features Edtors and other relevant wrters (My heath/out to Lunch/Lfe n Day Rock/pop wrters Promotons department (for compettons/readers' offers eg Callas/Classc Romance/Rattle) Readershp fgures are enormous n ths area. The Sun sells 2.8m copes daly; Express 1.5m;Mrror sells 2.6m;Telegraph sells just over lm;tmes 380000 and The ndependent 350000. ** AM FOR AT LEAST FVE FEATURE/PROMOTONS N THS MEDUM Key regonal papers As wth regonal rado key press should be tagetted where necessary and when arsts are n ther area (regonal tours) (Evenng Stadard/Glasgow Herald/Sunday Tmes n Scotland/Manchester Evenng News/Brmngham Post/Lverpool Echo are examples) Prorty as mentoned above should be London South Mdlands and Wales. n the recent Gallup 1993 report these areas commanded the strongest areas for Classcal Musc buyers. '"1 " : 5. CONCERT PROMOTERS Ths feld s lmted but worth examnng. Major concert promoters nclude Harey Goldsmth Raymond Gubay and Vctor Hockhauser. Prncpal objectve s to lnk n albums that te n wth ther concert promotons ncludng major regonal ones. ** STRATEGY S TO MEET REPRESENTATVES OF EACH AND TO GET A LST OF WHAT THEY ARE PLANNNG THROUGHOUT THE YEAR. ALSO WORTH CONSDERNG F A MAJOR CAMPAGN CAN REVOLVE AROUND A PRORTY ARTST (eg Anderson/Kennedy) who could be n one of these type of events r\ ;1 1 J ~ 'í ( EMl Records Lmted Regstered Offce 1/3 Uxbrdge Road -laye; 1\lJllescx UB4 OSY Regstered r England No 68171 A THORN EM CDTJpany recyc"jrdp~r
Marus Carbon To: Subject: Marus Carbon FW: Cosgrove sales estmates APPENDX 7 From: mwecosgrovec googlemal.com (malto:mwecosgrovec goolemal.comj Sent: 09 March 2009 13:30 To: Marus Carbon Subjec: Re: Hello H Marus Re sales estmates - for UK only core release Year 1800-1000 Year 2 500 Year 3 500 Matthew Cos grove 1
) 1 1 Marus Carbon From: Sent: To: Cc: Subject: Attachments: Barry (barry( averecords.force9.co.ukl 12 May 2009 13:55 Marus Carbon m.carbon(qherts.ac. uk Our meetng mage001.gf APPENDX 8 The success of Ngel Kennedy's 4 Season's release was employng pop marketng technques for a dfferent genre of musc - EM was the frst to do ths wth Ngel Kennedy's Four Seasons..1 'ì The dea was to go for somethng you would do for a pop act around at the tme such as Phl Collns Blly dol; t doesn't matter that t's Classcal so we amed for example for Rado 1 Mchael Aspell Wogan Show and so on. Background recorded n 1986; 2 of the slow movements were re-recorded n 1987; t was the No. 1 sellng pece of repertore n the Classcal feld for over 40 years; ì. j.. J! ::1 1 f100k campagn: Co-op TV advertsng wth Smths (co-op)- approx f4d.k Fly-postng north and south of Thames 3rd movement of Summer released as sngle n August 1989 and came out on back of Prnce's Trust concert wth George Martn conductng- had Level 42 n show (July 1989) Ngel on Rado 1 3 tmes Smon Bates Glora Hunnford and Wogan all great supporters Shpped 30k unts n Sept. Break even was 30000 Manager John Stanley made a flm of 4 seasons and Ngel ntervewed by Marella Frostrup-went out Channel 4 on Boxng Day and repeated on New Years' day "1. : ' J :1 Thempact on sales from the Channel chart the pop chart 4 programme was huge..t started the clmb ofthe album n the Press Offce kept sendng press releases out to keep campagn alve After ntal selhn t reached No 55 n Charts but after Ths s Your Lfe was broadcast n March 1990 along wth a tour (eg Crystal Palace Bowl) t moved the album to No 3 n Pop chart fî - Ba rry No vrus found n ths ncomng message. Checked by AVG - wwwavq.com Verson: 8.5.325/ Vrus Database: 270.12.25/2109 - Release Date: 05//09 1614:00 r- l.
MUSC Wf::~t(\ APPENDX 9 ' " \ ---ì NGEL J(ENNED-Y : ~ ; ( :
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